Core Insights - The trend of "small city tourism" is gaining popularity as more travelers seek less crowded destinations during holidays, with a significant increase in interest for "where to go with fewer people" rising by 200% [1] - A survey indicates that 54.2% of respondents plan to visit small cities during the 2025 National Day holiday [2] Group 1: Changing Travel Preferences - The rise of small city tourism aligns with new consumer demands for unique and less crowded travel experiences, particularly among younger generations [3] - 63.9% of small city tourists prioritize avoiding crowds, valuing the tranquility and immersive experiences that small cities offer [3] Group 2: Demographics and Spending - The primary demographic for county tourism consists of the Z generation and millennials, with 39.87% being aged 18-34, showing a strong desire for relaxation and unique experiences [3] - 49.7% of respondents highlight the "high cost-performance ratio" of small cities, with the majority planning a budget of 2001-5000 yuan for their trips [4] Group 3: Accessibility and Infrastructure - Improved transportation networks, including high-speed rail and highways, have significantly enhanced access to small cities, boosting their tourism potential [4] - The opening of new high-speed rail lines, such as the one connecting Shenyang to Baishan, is expected to further stimulate tourism in these areas [4] Group 4: Attractions and Cultural Appeal - Small cities are increasingly attractive due to their unique culinary, scenic, and cultural offerings, with 46.9% of tourists visiting for distinctive historical architecture [5] - Cultural elements, such as local customs and architecture, play a significant role in drawing visitors to small cities, with many travelers seeking to connect with these unique aspects [5]

Core Insights - "Small town travel" has become a new preference for holiday outings, with a significant increase in interest as travelers seek less crowded destinations during peak travel times [1][3] - A survey indicates that 54.2% of respondents plan to travel to small towns during the 2025 National Day holiday, reflecting a growing trend [2] Group 1: Trends in Small Town Travel - The rise of small town travel is attributed to changing consumer demands and improved capacity in these areas, making them more appealing to tourists [3] - Young travelers, particularly from Generation Z and Millennials, are increasingly drawn to unique and less crowded experiences, with 63.9% prioritizing the avoidance of crowds [3][4] - The desire for a "relaxed" atmosphere and unique experiences is particularly strong among the 18-34 age group, which constitutes the main consumer base for county tourism [3] Group 2: Economic Factors and Accessibility - Small towns are perceived as offering high cost-performance ratios, with 49.7% of respondents highlighting this aspect as a key factor for their travel choices [4] - The majority of travelers plan to budget between 2001-5000 yuan for their trips, indicating a preference for moderate spending that balances cost and experience [4] - Improved transportation networks, including high-speed rail and highways, have significantly enhanced accessibility to small towns, further boosting their tourism potential [4] Group 3: Attractions and Cultural Appeal - Small towns are increasingly recognized for their unique culinary, scenic, and cultural offerings, which are becoming more attractive to tourists [5] - Architectural and cultural heritage are major draws, with 46.9% of travelers willing to visit small towns specifically for their unique historical buildings [5] - Cultural stories and local traditions also pique interest, with 32.1% of respondents expressing curiosity about the local customs and heritage of small towns [5]

Group 1 - The article highlights the rising trend of emotional value consumption among Generation Z, particularly during the recent holiday period, where nature-based experiences became popular [1][2] - Young consumers are increasingly drawn to small towns and less crowded destinations, with a reported 25% year-on-year increase in tourism interest in towns with lower population densities, outpacing larger cities by 11 percentage points [2] - The concept of "high-energy" travel is emerging, where young travelers seek experiences that provide emotional uplift and energy restoration, such as music festivals, fishing trips, and cultural activities [2][3] Group 2 - The willingness of young consumers to pay for emotional experiences and a sense of belonging is reshaping the tourism industry, injecting a humanistic touch into commercial logic [3] - The trend indicates that emotional premium is becoming a significant factor in travel decisions, with Generation Z showing a distinct preference for experiences that offer emotional value [3]